Archer takes over stewardship of Sun City golf

Shannon Archer is “not reinventing the wheel” with Sun City Hilton Head’s golf amenities; he wants to enhance what is already established.

Archer is in his fourth week as Sun City’s director of golf operations but he’s no stranger to the Lowcountry. He was general manager and golf director at Hilton Head National Golf Club for a total of 11 years.

“I’m not another pro conducting tournaments and giving lessons. I’m minding the store,” he said of his new title.

“I don’t want to discount what our golf professionals have already accomplished. I want to build upon and possible improve upon what we’ve got here,” he said.

Archer described Sun City’s golf offerings as “a great mix” that includes:

• Okatie Creek — “a shorter, member-friendly” layout;

• Hidden Cypress — “a longer, championship-style” course; and,

• Argent Lake — “an easier, executive” track.

Each has its own professional and operates under Archer’s leadership umbrella.

The top priority for the overall golf operation is financial stability, he said. “It needs to pay for itself. It needs to be sustainable and there’s no reason it can’t be self sufficient.”

The secondary goal is to keep golf at Sun City attractive to the community members, he said.

“We want to give residents more reasons to stay on the property,” he said. “I want to make sure the golf experience matches the promise.”

Archer acknowledged that local public-access courses covet the playing affections of Sun City golfers. About 25 percent of the community’s 13,400 residents play golf.

“I was on the other side” at Hilton Head National, he said.

And he has seen the public-access courses evolve from courting the Sun City players during the vacation golf off season to “now needing them year-round” to make financial ends meet.

Archer said he doesn’t want to get into “rate wars” with area golf venues.

“We want to offer a fair rate for a good experience — convenience, service and value,” he said.

Archer and Martin Smith, public relations and communications director for the Sun City Community Association, said they will work to “define Sun City golf” with a branding effort that encompasses logos, web sites, advertising and other marketing tools.

“We’re looking at golf as part of the Del Webb active adult lifestyle,” Smith said.

“We want to create a little bit of a buzz,” Archer said. “We’ve got a lot to do.”